Marketing will become more technical, sales teams won’t be on the road so much, and there’s going to be more overlap and, hopefully, alignment.
The web, online advertising and online marketing are having a big impact on how Business-to-business (B2B) companies sell. But in some ways this just reflects the fact that B2B buyers now buy things differently too. Ten years ago, buyers started their selection process by talking to vendor sales people, often at industry tradeshows. And there were fewer people involved in the buying decision on the customer’s side. Today buyers do much more initial research online, so they know much more about a vendor before that vendor becomes aware of them and before direct contact is made. Who initiates the research and who participates in the buying decision is more complex, with more people involved even for deals in the $5k to $50k range.
This means that to be successful, companies need to meet the research and information needs of prospective customers at as early a stage in the buying process as possible. They need to be easily found online by the various people who contribute to a customer buying decision, and when they are found they need to provide compelling information that addresses the specific questions of each type of buyer or influencer. Read More